SOV in DOOH explained: Share of Voice percentages | Adyoutiser

30-second takeaway: SOV (Share of Voice) is your guaranteed share of ad time on a screen. At Adyoutiser: 12 spots × 10 seconds = 120s of ads per hour. 25% SOV = 30 seconds per hour, fixed. We deliver with ±1pp accuracy. Classic DOOH vendors sell "contacts" – we sell playtime.

Share of Voice is the simplest, most honest metric in DOOH. It tells you: what percentage of total ad time on a screen is yours?

The math at Adyoutiser:

1 hour = 3,600 seconds
12 spots/h × 10s = 120 seconds of ad time/h
25% SOV = 30 seconds/h = 3 spots per hour

The rest of the time is content (weather, news, editorial). You get 30 guaranteed seconds per hour.

Why SOV is more honest than "contacts"

Classic DOOH vendors sell contacts ("reach sehr hohe Zahl an people"). The problem: you never know how often your spot actually runs. Maybe 2x/h. Maybe 8x/h.

Model	What you buy	What you know

SOV gives guaranteed frequency – critical because DOOH effect grows with repetition (5-7 contacts for stable brand recall).

How we guarantee ±1pp SOV accuracy

Our Queue Engine recalculates every 5 minutes:

Every active booking gets its share – ±1pp tolerance
Algorithm compensates early in the day if a spot underdelivered
House ads never displace sold SOV
System honestly shows when a screen is full

What to check on SOV bookings

Guaranteed or estimated? Must be in writing
Per hour, per day, per campaign?
What happens at oversell? Clipped or refused?
Real playlogs after? Or just estimates?
Day-part combo – e.g., 25% SOV only 6am-10pm?

We deliver detailed playlogs with timestamp, screen ID, and actual SOV per campaign.

SOV strategy by goal

Branding: 15-25% SOV over 4-8 weeks, multi-screen
Event promo: 30-50% SOV for 7 days before, 1-3 locations
Sale: 40-60% SOV for 3-5 days
Always-on: 10-15% SOV on 2-3 neighborhood screens

The DOOH calculator lets you simulate SOV levels.

The truth about "100% SOV"

Some vendors push "100% SOV" / solo placements. Usually overkill. Studies show optimal effective frequency at 5-9 contacts per week – easily reached with 15-25% SOV.

Get started

Book directly with transparent SOV or check prices. More terms in the DOOH glossary. 16 screens, ±1pp SOV guarantee, from €2/day.

Contacts (CPM)	"50,000 views"	Rough end result
Fixed spots	"100 plays"	Count, not distribution
SOV (%)	"25% ad time"	Exact frequency

SOV (Share of Voice) in DOOH: Understanding the percentages

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SOV (Share of Voice) in DOOH: Understanding the percentages

Related Articles

DOOH vs. CityLight Advertising: Static vs. Dynamic

DOOH vs. Billboard Advertising 2026: Which Channel Actually Pays Off?

DOOH at Donaukanal: Advertising in Vienna's most urban district

What does Share of Voice mean in DOOH?

Why SOV is more honest than "contacts"

How we guarantee ±1pp SOV accuracy

What to check on SOV bookings

SOV strategy by goal

The truth about "100% SOV"

Get started